Marketing Lessons From a 97-Year-Old Lobsterman

Olson pictured above was born in 1922 and started lobstering on his dad39s boat at age six paddling to his pots with oars long before motors came along He received his first lobstering license in 1938 back when lobsters fetched 15 cents a pound and he was able to pay for his first boat by cutting 100 cords of firewood with a bucksaw and an axA stint in the Navy during WWII put his lobstering trade on hold but soon after the Second World War ended he was back in Maine and back on the water for the long haul It39s one thing to be working as hard as he is at age 97 but when you consider that lobstering is one of the most dangerous jobs out there Olson39s feat of longevity is truly remarkable His story is an inspiration to all and is a source of insight into aging that marketers can learn fromRespect older consumers39 experience The trick with lobstering is knowing where to find them and getting back safely While it would be simple to credit Olson39s intuition or even good luck the key to his success and survival has been his experience Years and years on the job which have surely included mistakes and mishaps have made him wiser and more productive by the day Seen this way aging is a positive thingThe sum of life39s experiences leads to an accumulation of valuable wisdom that makes all of us more effective in some way as we age Whether it39s knowing how to do a job well enjoying more fulfilling relationships or simply appreciating the gift of life experience is the best teacher When you39re marketing to people of age avoid the temptation to think of them as having ageimpaired intellect or cognitive abilities Instead respect them for having that rare gift that only comes with age the wisdom required to lead a truly meaningful lifeDon39t blame age Olson explains that he quit lobstering alone after falling off his boat into 58degree water he attributed the fall to the wornout treads on his shoes not anything to do with his age or his balance This is classic behavior for older people who are quick to shift blame to things other than age That hip replacement surgery It had nothing to do with age or physical deterioration amp8212 it was simply the result of quotwear and tearquot from leading a full and active lifestyle Trouble hearing It39s because the restaurant tables are too close together and the music is too loudThis is all part of the irrational psychology of aging that has boomers putting a positive spin on growing old and embracing the future with an optimistic outlook If people of age aren39t blaming age then neither should you Find another explanation for what ails them and always deal in positives They want you to see them the way they see themselvesCreate work that acknowledges their work Olson39s story is admirable on many levels but mostly because he39s still working at age 97 amp8212 and working hard You don39t have to be a gritty Maine lobsterman to appreciate the value of work especially as you age Recent AARP research indicates that there are 53 million people over the age of 50 who are still working representing onethird of the US labor forceWhile most people work for money the reason that many older people are still working has as much if not more to do with their desire to stay physically socially and intellectually active One39s work also provides a sense of personal purpose which becomes increasingly important as aging separates us from the institutions that used to define us Worse yet is the risk of isolationWhether it39s an actual job or the work of volunteering expect people of age to continue to work as a way of staying engaged and vibrant It39s critical that marketing represents boomers as authentically as they expect especially when it comes to their choice to keep working It39s smart business to create work that recognizes and appreciates their pronounced work ethicLearning that a 97yearold man is still lobstering is surprising to us It39s unexpected news But on a deeper level it39s unsettling because it violates our longheld beliefs on aging Convention has it that people aren39t supposed to live that long and if they do they39re supposed to be truly quotretiredquot ie done with their life39s work and resting their weary bodies But as longevity gets longer all of these longheld beliefs are being challenged every dayWe live in the Age of Aging and nothing should surprise us about the effects of longevity Lobstering at age 97 pales by comparison to 90somethings who are swimming the English Channel or centenarians that are still running marathons the list goes on Improvements in aging are not only pushing the limits of human productivity but they39re also stretching our ability to comprehend what39s possible Prepare to be surprised and imagine what it must be like to feel agelessClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Marketing Lessons From a 97-Year-Old Lobsterman

Author

Publish date

Channel

Peter Hubbell

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Marketing Lessons From a 97-Year-Old Lobsterman

Enjoying This Commentary? There's More to Love

Peter Hubbell

Cookies